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Lead Nurturing Revisited

In creating lead nurturing messages, it's important to gently remind your users of their visit to your site before you start your sales pitch. With more and more tech buyers doing research online, information overload has taken hold - and people are simply too overwhelmed to remember every site they visit and every piece of content they download.

A good strategy in creating lead nurturing messages is to pull your users in by jogging their memories. Use personalization if possible - it's always good to address your users by name, but what's even better is to reference what they read on your site and when they read it. Offering additional, relevant content is also an excellent way to compel users to return to your site and re-engage with your offerings.

While it may be tempting to provide links to product downloads or demos, keep your users' buying process in mind. If this is the first time they've engaged with your content, a better offer might be a case study that highlights your products in the real world, or a research report that compares your offering to the competitors and claims yours as the winner. Downloads and demos are effective, but only after a user has gathered research from a variety of sources first.

-BH

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